There's a guy named Roy Lee who runs a company called Cluely.

The product itself is an AI notetaker (which is a hard niche to win in because there are a million of them). 

You've probably seen the videos where someone's in an interview or a meeting, and an AI quietly feeds them what to say.

The thing Cluely sells isn’t all that revolutionary, and Roy knows it.

And most people look at that and see a showman, which is reflected in the comment sections where people absolutely trash on him.

But I look at Roy and see one of the sharpest marketers in the space right now.

He made a decision most founders are too scared to make…

He stopped trying to win on product alone.

Every founder in AI right now is trying to out-feature the company next to them. 

OpenAI, Anthropic, and Google ship the same thing every other week in a race to the bottom. 

When the products are all the same, the winner doesn’t always have the best product.

It's whoever shows up the most places online, and Roy figured that out early. 

And instead of competing on a thing he couldn't win, he decided to go all in on the one thing nobody else has the stomach for

ATTENTION

His product is technically B2B and for people in the business world. 

But he runs Cluely like it's B2C (business to consumer). 

He says and does some crazy things, he doubles down on his opinions, takes the heat and just keeps going.

He's willing to push the envelope and win on distribution of his product through any means necessary.

And I can respect that.

Attention is the #1 asset any brand can have, especially where every product in that niche is basically the same.

And attention almost never goes to the person playing it safe.

Do with that information what you will.

- Jake